"It's not the proper time to manage the company's image," an Asiana PR rep told the Wall Street Journal, which finds airline industry officials baffled at the airline's decision in the wake of the San Francisco crash.

The WSJ reports that the carrier hasn't arranged for any spokespeople outside of Korea and turned down offers of PR help in the U.S. after the disaster.

Seoul PR consultant James Chung told the paper that the decision is par for the course with Korean companies: "Few big Korean companies take outside counseling if a crisis happens."

ABC News reported July 8 that the SFO disaster is unlikely to scare away Asiana customers as U.S. travelers will likely be seduced by amenities and the appeal of a "foreign carrier" over any safety concerns.